Auckland is strengthening its focus on Asia as new data reinforces the city’s growing position as a destination in its own right, beyond serving as an international gateway to the rest of New Zealand.

Visitors from Australia, the US and China are now spending about NZ$7.6 million (US$4.5 million) a day across the city, with Chinese visitors contributing NZ$1.1 million of that daily spend.

The figures come as Auckland Airport welcomed 2.4 million overseas visitors in the year ending March 2026, up five per cent year on year, with the three markets accounting for 65 per cent of total international arrivals.

Tātaki Auckland Unlimited head of tourism Karen Thompson-Smith said Auckland is seeing growing interest from across Asia as travellers increasingly seek destinations that combine nature, culture and urban experiences in one trip.

“We’re definitely seeing an increase in multi-generational family travel from across Asia, including China,” she told TTG Asia. “And because New Zealand isn’t a cheap destination, those travellers often sit in the premium segment. But premium doesn’t necessarily mean luxury at every touchpoint.

“Travellers may choose to spend less on accommodation so they can invest more in experiences.”

Thompson-Smith said those travel patterns are influencing how Auckland is positioning itself across Asia.

She said Auckland’s strategy is deliberately broader than any single market.

“We are very focused on China, but we are equally committed to deepening our presence in markets such as South Korea, Japan, India and South-east Asia,” she said. “We know that what works in China will not necessarily resonate in Singapore or Seoul, so we are tailoring the Auckland story for each market while keeping our core promise of nature, culture and urban experiences consistent.”

Feedback from Asian trade partners at TRENZ in Auckland last week supported that trend. Jaeeon Kang, manager at Blue Travel in South Korea, said enquiries for Auckland and New Zealand are increasing, with some travellers reconsidering trips to Europe and the Middle East amid ongoing uncertainty.

“New Zealand is getting increasingly attractive,” he said. “People are looking for green nature, Māori culture and glaciers, and they see New Zealand as very unique.”

Chinese self-drive platform Zuzuche is also seeing continued strong demand. Senior executive Olivia Wong said New Zealand remains among the company’s top five destinations, driven by its scenic touring routes and self-drive appeal.

“We tell our customers that self-driving is the best way to experience 100 per cent pure nature and to feel something totally different from China,” she shared.

Wong noted that easier visa arrangements and the ability to combine Australia and New Zealand in one trip are supporting demand, though she believes there is still room for improvement.

“What could be better is more direct flights, cheaper air tickets and easier visa policy, because our customers do not have very long holidays,” she added.

Thompson-Smith said the next three to five years will focus on turning Asian interest into committed trips and higher regional spend.

“We had to pull out of East Asia and China after Covid and we’re now ramping back up again. Having been up there in the last two years, seeing the opportunity and what we need to do, we’re currently in the process of writing that strategy at the moment.”